Dear Catalog CEOs:
We've talked about this before, but it bears repeating. The first twenty pages of your catalog are pretty important, especially among the 55+ rural audience that spends a lot of money when catalogs are mailed.
If your customer database is calibrated in a way that allows you to conduct the analysis in this manner, be sure to do this:
- If an item appears in the first row of an order, it is the "order starter", it is the item the customer wanted most in the order (yes, this is an assumption).
- Rank-order each item based on the ability of the item to "start orders".
- Look at the items featured in the first twenty pages of your catalog, this year vs. last year. If your catalog is not performing terribly well, is there a change in "order starters"?
So have your analytics team give this analysis a try ... see what has changed in your business!